Webmecanik Automation allows companies to adapt their marketing campaign based on customer behavior. We’ll convince you with three examples of campaigns using behavioral tracking.
Understanding behavioral tracking with Webmecanik
Examples of behavioral tracking with Webmecanik Automation
Use cases showing how Webmecanik boosts the relevance of your marketing campaigns
Understanding behavioral tracking with Webmecanik
Webmecanik tracking allows each visitor to be identified by an IP address and cookies. As long as the visitor does not provide their email address, their actions remain anonymous. Once cookies are accepted and an email is associated with their profile (through forms), you gain access to the complete history of their interactions, thus allowing you to know all past and future interactions. We recommend our article on the subject, which gives an explanation of behavioral tracking and its importance in marketing campaigns.
Examples of behavioral tracking with Webmecanik Automation
Webmecanik Automation allows you to track your users’ interactions. You set up a script on your site and the software does the rest. The goal: use your users’ interactions to trigger marketing campaigns. Here are three examples of campaigns where you can use behavioral tracking as a trigger for marketing actions, I talk about them in a little more detail below. ?
Also read: the complete guide to behavioral tracking in marketing
Example of behavioral tracking: lead generation campaign
The objective of this campaign is to obtain an email address as well as personal data such as last name, first name, etc. This data will then be used in marketing campaigns. The campaign begins when one of your users visits one of your product pages. Your site will then display a pop-in with a lead magnet related to the viewed product.
If the user leaves their details, you’ve won! Otherwise, over the following days, you will ask the software whether your contact is still anonymous (they may have submitted their details elsewhere). If that is not the case, you will show them a new, more aggressive pop-in, by playing on price for example. The objective here is to personalize the offer only by using behavioral tracking.
Example of behavioral tracking: automated marketing sales campaign
An automated marketing sales campaign consists of guiding the visitor toward the purchase by setting up means that guide the visitor in a “natural” way toward the purchase.
A prospect goes to your website and downloads a guide on how to optimize their email campaigns. Perfect! You can start your email sequence. In a first email, you will make them a standard commercial offer by proposing a tool that not only optimizes their email campaigns but also sends automatic email follow-ups. The second email, if they still do not want to take action, will focus on a discount or a gift if they request a demo or become a customer. Finally, if this email is not enough, your lead is not necessarily mature. Your fallback solution will be to send them a final email with a white paper or guide related to the initial guide, with the goal of nurturing them.
Example of behavioral tracking: segmentation campaign
A segmentation campaign using tracking consists of categorizing your database according to the actions they have taken.
Let’s go back to the example of the person who downloads a white paper. You can go further and make people who download three white papers enter a specific segment, “Hot lead”. Then, you can run a campaign to assign points based on previous behaviors. Did they visit your pricing page? Yes? +10 points. Did they attend a webinar? Yes? + 20 points. When the prospect reaches 30 points, you automatically send a sales alert with all the important information. And all of this, only by using behavioral tracking.
Use cases showing how Webmecanik boosts the relevance of your marketing campaigns
XL Group has a database of 30,000 contacts, spread across 4 different brands. It is in their interest to adapt their marketing campaigns according to the different segments. Webmecanik was the key to helping them find a lead management solution. Thanks to Webmecanik Automation, they were able to create marketing campaigns tailored to each contact.
UTM parameters to go further with tracking
To go further with tracking, Webmecanik automation also records the source of your UTM links, so you can analyze where your visitors come from and therefore trigger campaigns accordingly. UTM parameters are added to the end of the URL to track links and traffic to a web page. This makes it possible to analyze the journey of users who clicked on a specific link. There are UTM source, content, term and campaign.
- UTM Source: this indicates through which channel the source arrived on the website (for example utm_source_LinkedIn)
- UTM Content: it identifies which type of content generates traffic (for example utm_content_video)
- UTM Term allows you to know which terms are most searched for by your visitors (for example utm_term_bestseller)
- UTM Campaign: they allow you to know which campaign generated an action (for example utm_campaign_offre_Noël)
